My Creative Process

1 Met with client to discuss creative direction for a complete re-branding of their corporate identity. Sketched out several rough ideas for possible logo concepts and design elements.

2 Searched for strong typefaces for the company name and selected several options. Fine-tuned some of the typefaces making them unique with more impact.

3 Created digital versions of my original sketches. During this phase, I usually design several other variations. I used several different color combinations and added the company name.

4 Created a pdf proof and emailed it to the client. We then talked through which options they preferred and I made a few adjustments based on their input.

5 Chose a color family which would be used on the logo as well as the entire marketing makeover. Set up the final logo in the new colors for the client to approve.

6 Here's the entire suite of the re-designed marketing material including business cards, stationery and a unique 6-panel brochure. I also coordinated all the printing to the clients complete satisfaction.

My design approach for...

Logos

Logo Design Project for Arizona Medical Exchange (AME).

The re-branding project for AME began with developing a new company logo. Client was looking for a simple, strong mark. As my design progressed, two elements emerged: a stethoscope and a target graphic. The circular target pattern was then applied successfully to the overall company re-branding.

1 Met with the client to discuss the re-branding of all the company's current material which included a presentation folder with several inserts. I started by sketching out a few rough design formats.

2 Created digital versions of the sketches with mock copy and stock images for placement. I made pdf proofs of the designs and emailed it to the client for their input.

3 The client pick one of the designs for the front side and a different layout for the back. I then designed 4 more variations of the front side of the insert for final approval.

4 After approval, I created all the inserts. Above is a sampling of all the material created including new logo, presentation folder, inserts, business card, website design, CD label and a complete ad campaign.

5 Also part of the company re-branding was a large tradeshow display. I designed 14 panels for the display and coordinated the output of all the artwork.

My design approach for...

Collateral

Presentation folder and inserts for National Water and Power.

The company provided a Creative Brief which was followed by in an in-depth meeting to go over the details of the project. Worked up several general design approaches which were narrowed down to develop the final sales sheets. General design elements from the inserts were then applied to the folder design and later to all company collateral.

1 This illustration was created for an annual film festival program book. I started by sketching a few options centered around a hot air balloon for the theme of “Around the World in 5 Days”.

2 Next, I illustrated a red theater chair which had been the festival's design trademark in previous years. I also drew a hot air balloon using bright colors.

3 The design chosen by the festival committee featured hot air balloons with international flags drifting over the desert. I illustrated 17 balloons designed around each of the countries national flag.

4 Next, I drew various color southwest plants for the desert scene including prickly pears, ocotillos, saguaros and agaves. I added a lot of detail even though they would be quit small on the final artwork.

5 I wanted to create a sky with more realistic clouds, so I used Adobe Illustrator to create gradient meshes to mimic soft stratus clouds. I also drew a film strip banner featuring the festival theme.

6 Here's the final program book cover art. I created various versions of this artwork for other marketing materials including print ads, marquis poster, brochures and theater flash animation.

My design approach for...

Illustrations

Illustration and design for Scottsdale International Film Festival.

The theme for the festival was "Around the World in 5 Days" and immediately a hot air balloon theme came to mind. Instead of the traditionally basket, I incorporated a red theater chair (a design element used in previous festivals). To represent the international aspect, I created balloon flags and had them all come in for a desert landing!

1 One of my specialties is catalog development and the following outlines the steps for the Quick Tag catalog. I started by designing several page headers and layouts for organizing the tags and other products.

2 After sending a pdf proof, a layout was narrowed down and fine-tuned. I also created dozens of page icons for the different catalog sections.

3 The next step was to incorporate photos of pets and other items showing different tag applications. Using Photoshop, I created dozens of product images using provided photos and stock images.

4 I also was tasked with additional photography. I set up photo shoots for various displays, pet tags and other products to be used throughout the catalog.

5 Here's a few sample pages from the completed 48-page catalog including an original cover design. The catalog also included order forms, pricing charts and sizing grid.

1 My client wanted to launch a retail version of their skylight with full box graphics at a very quick-turn-around. I started by creating a few very rough layouts for the general design.

2 Next, I had to shoot the skylight at a very high resolution for the box front. Because of limited time, I shot the skylight, a shingled roof and a sky and used Photoshop to create the final installed image.

3 Next, we finalized the product name from my proposed SolarLite to SolarSkyLite and I designed the logo. I also designed several other logos and informative icons to use on the box to provide extra impact.

4 I then drew several color illustrations of the product to use on the various panels. The illustrations show the kit components and how the skylight is installed on a residential roof.

5 I did all the copy writing, design, Photoshop work, illustrations and coordinated the printing of the 5-panel box mockup in 1 week! The product has been sold at Sam's Club, Costco and The Home Depot.

6 Above are several additional marketing materials I developed for the SolarSkyLite including a store display, website, flyers, brochures, installation instructions, data sheets and business cards.

My design approach for...

Packaging

SolarSkyLite packaging design for retail stores.

Client needed eye-catching product packaging developed as part of a bid to sell their products in retail stores. With an extremely tight deadline of just 7 days, the entire concept was developed, logos designed, illustrations created, photography shot and mockups delivered to successfully get product line into Costco stores.